'Innisfree' is a South Korean skin care and cosmetics brand that is one of the most successful in China due to its marketing campaigns and the innovative products it creates.
The brand quickly became one of the most popular in China with the marketing techniques and platforms it uses. It features a "cross-channel loyalty program, video libraries and user-generated content aggregated from social media." It also was involved in a cross-channel campaign to promote its cosmetics, with South Korean influencers Lee Minho and Yoona starring in the series of videos.
This cosmetics brand's use of popular figures, multiple platforms and its ability to create innovative products in a way that is more engaging that competitors makes it an excellent choice for Millennials.
Cross-Channel Cosmetics Campaigns
'Innisfree' Uses South Korean Influences to Promote Its Products
Trend Themes
1. Cross-channel Campaigns - Brands could utilize cross-channel campaigns featuring influencers to promote their products and increase engagement with customers.
2. User-generated Content - Brands could create social media platforms that aggregate user-generated content to cultivate a sense of community and connection among customers.
3. Innovative Product Development - Brands could differentiate themselves in the market by investing in research and development to create innovative products that stand out among competitors.
Industry Implications
1. Cosmetics - Cosmetic brands could use the above trends to create marketing campaigns and innovative products to boost their sales and brand recognition.
2. Retail - Retail companies could take a cue from Innisfree's cross-channel loyalty program and create their own multi-level campaigns to drive customer engagement and loyalty.
3. Entertainment - Influencers and celebrities could work with brands in the entertainment industry to create cross-channel campaigns and promote a brand's message to a wider audience.